Delivering a £450k Turnaround in Just Two Years

Sector: Retail / Craft Mail Order

Service: Strategic planning, performance analysis, board-level advisory

Summary of Benefits Delivered

• Business moved from a £250k annual loss to £200k annual profit
• Full strategic reset delivered measurable, rapid results
• Non-performing marketing campaigns identified and removed
• Service model redesigned to improve customer satisfaction
• New product line launched to align with market demand
• 100 jobs saved and business secured

The Challenge

The company—a long-established craft mail order business—had suffered years of declining sales. Recently acquired craft brands had also begun to decline, consumer confidence was low due to economic pressures, and the company had just posted a £250k loss. A new Managing Director made it clear the business could not survive without urgent strategic intervention and a complete rethink.

The Sanders Solution

Acting as Finance Director, Jan worked closely with the new MD and Board to:

• Conduct full profitability analysis of all marketing campaigns
• Cut loss-making initiatives and redirect spend to those performing well
• Redesign customer care processes, ensuring faster partial dispatch for orders
• Introduce a new needlecraft product range sourced from the US to meet demand
• Overhaul strategic direction and implement robust action plans

This disciplined, insight-driven strategy rapidly reversed the decline. Within two years the company generated over £200k annual profit, restored customer satisfaction and secured more than 100 jobs.

“This transformation shows the power of a strategic plan. It saved the business, protected jobs and created a roadmap for future success.”

 Client Background

The business operated primarily in the direct-to-consumer craft market and had a long trading history. The turnaround demonstrates how expert financial leadership and clear strategic planning can stabilise and revitalise an organisation in distress.